What to do when the Minister of Good Food awards you with rice meals

Singapore 'minister' Soh Ho Jiak spearheads this ad campaign.

KFC recently launched a campaign to promote its new rice meals.

The campaign launched with a 20 seconds TVC depicting a celebrity (Chua En Lai) in the form of a Singapore minister (Soh Ho Jiak), announcing the hand-out of Singapore’s Refuel Package (KFC Rice meals) to reward all the hardworking Singaporeans. 

According to Jaime De Silva, Public Relations Manager of Grey Singapore, the KFC Rice campaign specifically targets the hardworking Singaporeans who are looking for the best refuel package during lunch to excel through the work day.

"The creative concept was a tongue-in-cheek play up of the Singapore government’s practice of providing financial hand-outs to Singaporeans, in recognition of their endeavours and hard-work for the country," he explained.

The group though that rice being a staple food source, and full of energy coupled with a delicious KFC thigh fillet provides the perfect “refuel” motivation for the diligent and hard-working Singaporeans.

De Silva said that triggered by the parody of an economic package, the audience would be curious to find out more about KFC Rice meals. The expected reaction was also that people would have a laugh.

This was supported by print ads, outdoor posters, in-store collaterals, online buzz as well as an activation where the ‘minister’ took to the ground in engaging Singaporeans in the bustling Raffles Place and promoting Singapore’s Refuel Package.

"The target audience took to the campaign really positively, snapping up an average of more than 10,000 KFC Rice meals per day over the 6-week campaign," De Silva noted.

View the full commercial here.